Question 1

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A)  has a short exposure time.
B)  is a low-cost medium.
C)  has an unlimited amount of advertising time available.
D)  can be used to convey complex messages.
E)  can use sight, sound, and motion.F) None of the above
G) B) and D)

Question 2

Google's first search engine was called

Accepted Answer

A)  Pack Rat.
B)  BackRub.
C)  Rub Down.
D)  Black Eye.
E)  Googolplex.F) All of the above
G) C) and D)

Question 3

A pioneering (or informational)  ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) A) and C)
G) D) and E)

Question 4

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) B) and E)
G) A) and B)

Question 5

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Accepted Answer

A)  coupon.
B)  deal.
C)  sample.
D)  premium.
E)  product placement.F) B) and D)
G) B) and C)

Question 6

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums.
E)  discounts.F) B) and E)
G) A) and E)

Question 7

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of

Accepted Answer

A)  mobile advertising.
B)  place-based billboards.
C)  mobile signage.
D)  transit advertising.
E)  transportation advertising.F) A) and B)
G) All of the above

Question 8

All of the following are examples of posttests except

Accepted Answer

A)  inquiry test.
B)  sales test.
C)  attitude test.
D)  unaided recall test.
E)  jury test.F) A) and B)
G) C) and D)

Question 9

When a company uses __________, it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

A)  an intra-firm agency
B)  a promotion department
C)  an in-house agency
D)  a full-service agency
E)  a limited-service agencyF) B) and E)
G) B) and D)

Question 10

While not all advertising options are as expensive as the Super Bowl, most alternatives

Accepted Answer

A)  are at least 50 percent less effective.
B)  fail in comparison.
C)  still represent substantial financial commitments.
D)  are at least 50 percent more effective.
E)  are rarely watched other than on mobile devices.F) A) and B)
G) A) and E)

Question 11

The well-known series of "Milk Life" ads are an example of which type of advertising?

Accepted Answer

A)  reminder institutional
B)  competitive institutional
C)  pioneering institutional
D)  product advocacy
E)  product differentiationF) None of the above
G) C) and E)

Question 12

While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Accepted Answer

A)  co-branding.
B)  a finance allowance.
C)  cooperative advertising.
D)  a merchandise allowance.
E)  specialty advertising.F) A) and D)
G) B) and E)

Question 13

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A)  exposure tests
B)  performance tests
C)  unaided recall
D)  jury tests
E)  comparison testsF) A) and C)
G) C) and E)

Question 14

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged?

Accepted Answer

A)  BuyOneGetOne (BOGO)  deal
B)  self-liquidating premium
C)  sample
D)  rebate
E)  couponF) B) and E)
G) C) and D)

Question 15

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

Accepted Answer

A)  a full-service agency.
B)  an in-house agency.
C)  a modified-service agency.
D)  a limited-service agency.
E)  a sales promotion firm.F) A) and D)
G) C) and D)

Question 16

A recent study found that __________ percent of U.S. residents can be reached daily through outdoor advertising.

Accepted Answer

A)  10
B)  25
C)  40
D)  60
E)  80F) C) and D)
G) B) and E)

Question 17

All of the following are shortcomings of advertising except

Accepted Answer

A)  compensating actors is very expensive.
B)  shooting commercials in several locations for global campaigns has increased.
C)  replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.
D)  designing quality artwork, layout, and production for advertisements is time consuming.
E)  translating the copywriter's ideas into an actual advertisement is a complex process.F) All of the above
G) B) and D)

Question 18

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

Accepted Answer

A)  Second
B)  Satisfying customers
C)  Making money
D)  Beating Apple
E)  GreatF) D) and E)
G) A) and E)

Question 19

One advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it is relatively low cost.
C)  it has universal appeal.
D)  it is particularly suited to national campaigns.
E)  it is especially suited for pioneering product advertisements.F) C) and D)
G) A) and B)

Question 20

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Accepted Answer

A)  pioneering institutional advertisement
B)  competitive institutional advertisement
C)  advocacy institutional advertisement
D)  reminder institutional advertisement
E)  subliminal institutional advertisementF) A) and C)
G) A) and B)

Exam 18: Advertising Sales Promotion and Public Relations

Google's first search engine was called

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of

Correct AnswerverifiedShow Answer

All of the following are examples of posttests except

Correct AnswerverifiedShow Answer

The well-known series of "Milk Life" ads are an example of which type of advertising?

Correct AnswerverifiedShow Answer

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged?

Correct AnswerverifiedShow Answer

All of the following are shortcomings of advertising except

Correct AnswerverifiedShow Answer

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

Correct AnswerverifiedShow Answer

One of the advantages associated with television as an advertising medium is that it

Correct AnswerverifiedShow Answer

While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Correct AnswerverifiedShow Answer

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

Correct AnswerverifiedShow Answer

A recent study found that __________ percent of U.S. residents can be reached daily through outdoor advertising.

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

Correct AnswerverifiedShow Answer

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Correct AnswerverifiedShow Answer

While not all advertising options are as expensive as the Super Bowl, most alternatives

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

A pioneering (or informational) ad

Correct AnswerverifiedShow Answer

When a company uses __________, it is using its own advertising staff to provide the advertising services needed by the company.

Correct AnswerverifiedShow Answer

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